Brand Image and Customers’ Patronage of UNIUYO Table Water in Uyo Metropolis, Nigeria

Abstract

This study investigated the effect of brand image (personality, association, awareness and identity) on customers’ patronage of UNIUYO table water and was conducted in Uyo Metropolis of Akwa Ibom State, Nigeria.  The study adopted a survey research design and primary data were collected with the use of questionnaire. A sample size of 246 was extracted for the study using Topman formula since the population was infinite. A 4-point structured Likert questionnaire was developed, validated and tested for reliability using test-retest method. Data collected were analyzed using simple linear regression analysis which results indicated that brand personality had a t-cal value of 14.771, brand association - 3.297, brand awareness - 14.569 and brand identity 14.922 respectively. Since the t-cal was greater than the t-tab value of 1.972, the alternative hypotheses were accepted. The multiple linear regression analysis models were also used to test the combined effect of brand personally, awareness, association, and identity. The results revealed that there was 51.3% significant combined effect of brand personality, brand awareness and brand identity on customer patronage of UNIUYO table water in Uyo Metropolis, Akwa Ibom State. However, there was no significant combined effect including “brand association” on customers’ patronage of UNIUYO Table Water in Uyo Metropolis. The study concluded that brand image strongly has an effect on customers’ patronage of UNIUYO Table Water in Uyo Metropolis, Akwa Ibom State. The study recommended that in order to enhance brand association UNIUYO Table Water Company should introduce more values that can connect customers to its product. It concluded that brand image has an effect on customers’ patronage of UNIUYO table water.